This text contains diverse and balanced coverage of consumer behavior research in theory and application from some of the pioneering authors in this field. Ideal for one-term courses in consumer behavior offered by both marketing and psychology departments. This was the first text to integrate behavioral science with the decision orientation of the business school.

PART I Introduction To Consumer Behavior
- Chapter 1 Consumer Behavior and Consumer Research
- Chapter 2 How Consumer Analysis Afftects Business Strategy

PART II Consumer Decision Process
- Chapter 3 The Consumer Decision Process
- Chapter 4 Per-Purchase Processes: Need Recognition, Search, and Evaluation
- Chapter 5 Purchase
- Chapter 6 Post-Purchase Processes: Consumption and Evaluation

PART III Individual Determinants of Consumer Behavior
- Chapter 7 Demographics, Psychographics , and Personality
- Chapter 8 Consumer Motivation
- Chapter 9 Consumer Knowledge
- Chapter 10 Consumer Intentions, Attitudes, Beliefs, and Feelings
etc.